Restrained By Resources: the Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (Ses) on Consumer Preference For Feasibility
Four studies provide converging evidence for the joint effect of scarcity cues and childhood socioeconomic status (SES) on consumers’ preferences for high feasibility products, such that low-childhood-SES consumers who were reminded of resource scarcity seek more feasibility in product choices than do consumers in other conditions.
Citation:
Lili Wang, Yanfen You, and Chun-Ming Yang (2018) ,"Restrained By Resources: the Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (Ses) on Consumer Preference For Feasibility", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 841-841.
Authors
Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
Featured
Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives
Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA
Featured
Indigenous Trust and Readiness Towards Development
Ding Hooi Ting, Universiti Teknologi PETRONAS
Chin Chuan Gan, Sunway University
Amir Zaib Abbasi, Capital University of Science and Technology
Sohel Ahmed, Universiti Teknologi PETRONAS